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Posts from the ‘Consulting’ Category

May 14

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Buying Mom Some Facebook Ads For Mother’s Day

That’s what I did this year.

Rather than sending flowers or a gift card, I started a small Facebook advertising campaign for my mom’s retail store, Betsy’s Sunflower in Brooklin, Maine for Mother’s Day. She had no idea at first. Then all of a sudden she was frolicking in customer interaction, inquiries and new fans leading up to the important Mother’s Day gift buying season. I left her wondering “why the surge?” for a couple of days, then let her in on it.

Clearly, this is not an option for everyone. In my case, my mom runs a small retail store on the Maine Coast that is filled to the brim with things moms like. The timing was perfect. It was also an opportunity to do something extra strategic with Facebook (my gift giving needs and for my mom’s holiday biz), rather than just doing it ‘cuz you should.

Here mom. This $30 is for you. Hope it’s better than brunch. Read more

Mar 20

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Vermont Travel Industry Conference April 12-13

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I’m going. Are you?

The full slate of events is available on VTIC.org. I’ll be attending in my typical dual role as half communications consultant/freelancer with a ski/tourism background (otherwise known as Mediawithak) and half Ski The East Online Editor, Sales, and PR guy. Yes, I do both of those things. This recent post explains. Read more

Mar 10

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A Strictly PR Perspective on PCMR vs Talisker

In recent days Park City Mountain Resort released a coordinated internet blitz publicizing a lawsuit they have filed against their neighboring owner group Talisker, which owns and operates Canyons Resort. I am not going to comment on the validity of the lawsuit or who may be in the right.

This lawsuit has a marketing department on day 1.

I am going to comment on some of the PR tactics being employed by PCMR in announcing this issue into the public realm. I have not confirmed these tactics nor would any good PR department grant them, just analyzing them at my face value based on about a decade in ski business PR. PCMR may be quickly successful (or not) and there are many items to analyze regarding their chosen method, which seems to be breaking new ground as far as public pressure tactics within the ski industry in the internet/social media era. This sort of neighborly full court public press is new.

Read more

Mar 7

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Client and Employment Update March 2012

There has not been a new post in quite some time. That’s not because there’s been a lack of activity to talk about, just that I’ve been eyeball deep in client delivery AND starting a new FT job. Thankfully these two activities go hand in hand. It’s a little different than the norm. Here’s the story.

I am now the Marketing Content Strategist (since January) at the Vertek Division (Randolph, VT) of Applied Research Associates, which is based in Albuquerque, NM. They’re an engineering and R&D company that solves large national problems from divisions nationwide. I spend about 30% of my time developing their digital marketing presence around certain products (specifically a small robot for police and military use) within their overall ARA web scope. The other 70% of my time I continue to offer freelance communications and media services locally and within the national snowsports world. These clients are invoiced from ARA rather than me personally, but that’s the only difference. I have basically been “acquired” as a business entity by ARA (my word not theirs).

Read more

Jan 29

Tell Your Story – NAHA Video at Jay Peak

There’s been a lot of growth at Jay Peak lately. What hasn’t changed is the authenticity and commitment of the folks who choose to call it home. Doing a handful of these story tellers this winter for their website, social outposts and on-site cable channel. What story do you want told?

 

More info on the about page.

Jan 3

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Expertise Featured in Regard to Snowbasin PR Scenario

Gregg Blanchard who heads up the popular ski industry marketing blog Slopefillers contacted me regarding the recent online firestorm bestowed upon Snowbasin Resort in Utah.

A not-so-appealing video hit the internet featuring a ski patroller acting in a less than customer focused manner as well dropping an f-bomb on a guest. The guests were youngish snowboarders which further fueled the stereotype of youth vs authority and gave the video more internet sharing juice. My take on the scenario from a PR and resort management perspective is featured as one of two experts on the matter on Slopefillers.

Here’s the video and below is my section of analysis on the event. Read more

Jan 2

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Ski The East – 2012 Winter Client Spotlight

If you’re an eastern skier, you’ve likely seen the Ski The East stickers on helmets, cars, skiers, foreheads and your favorite bar. The flagship brand and online community of Burlington, Vt. based Meathead Films, Ski The East is a source of pride, stoke and stylish gear for the eastern skier.

This winter Geoff and Rooster (the founding partners) have a lot on their plate. So they’ve shoved some of it onto mine for the next few months and the action is just getting underway. I’m rocking the Online Editor spot and also helping out with sales and PR. Joining Mr. Fater (STE Freeride Tour) and @ermepowskier in carrying a torch. Read more

Dec 27

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Ridiculous Marketing Analogy Tuesday – On a Boat!

You’re on a boat.

No you’re not on a boat, but there’s much to be gained from looking at our marketing gameplans through real life analogies. Some are more useful than others. Let’s try hopping on a boat and see how it goes. Read more

Dec 26

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Four Ways to Promote Your Vermont Business

Buy, Beg, Bug or Earn.

One of my fav “smart guys” on the national stage is David Meerman Scott. I got a chance to hear from him in person a few years ago. This post called “what we all really want is attention” may have been the piece that coined the above phrase. It’s worth a click.

Those are your options when trying to bring eyeballs to your business. Read more

Dec 22

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Vermont Small Business Social Media Services Made Simple

Just Say No To Mediocrity.

When a potential Vermont small business client approaches me with ample buzzwords, excitement and expectations for taking over the internet in his or her industry or location thanks to social media my first task is to get a read on whether their goals are in line with the amount of time, effort or money they plan to allocate to reaching those goals. 

Often times since many social media tools are free, there is a sense that it’s cake. Magic will happen automatically with little effort, time or skills. All they’ll need to do is show up at the party and promote their business. If only it were that simple. Many are initially staring at a recipe for mediocrity and little results for their efforts. Or worse, potentially wasted efforts that get abandoned down the road. I start to fix this right away. Read more

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